Demand data can provide valuable insights to TV executives to make more informed decisions related to content valuation, acquisition, distribution, and programming. Let's take the example of "Black Mafia Family (BMF)" in Canada in November 2023 to understand this better.
Content valuation is often a critical factor in deciding how much to spend on, or value, a TV show. By using demand data, we can determine how much a specific title will contribute to a platform's revenue, audience engagement, and subscriber acquisition/retention. For example, "Black Mafia Family (BMF)" has 4.2 times the audience demand of an average show in Canada, showcasing its popularity in the Canadian market. By analyzing demand for this show, executives can obtain several insights. Firstly, they can evaluate the dollar value contribution of the show, which aids in deciding how much they should pay for it. Furthermore, analyzing demand can help them understand the potential of the show to drive subscriptions, mitigate churn, and enable them to calculate the ROI of acquiring the title.
Moreover, executives can use demand data to assess the travelability of the show. For instance, "Black Mafia Family (BMF)" showcased good demand worldwide, but its travelability is ok. This indicates that while it has a solid global demand, it may not capture audiences as effectively outside of the US. Using demand can help executives to make informed decisions on where to target and distribute the content.
By comparing the show's performance metrics over various previous time periods and markets globally, executives can gain insights on how the show's popularity is changing over time and geographic regions. In the case of "Black Mafia Family (BMF)", its demand spiked in late November 2023, suggesting a P.R. event or season finale. Additionally, a comparison between its demand over a year versus the past 30 days shows the show has become increasingly popular in recent times.
Further, executives can identify the show's taste clusters and refine their acquisition strategy accordingly. For example, fans of "Black Mafia Family (BMF)" demonstrate likeness to certain types of shows like "Godfather of Harlem" and "Bel-Air". This data can help executives to identify which other shows to acquire to complement their existing content.
Finally, the executives can use the demand data to inform their programming decisions. For example, the demand for "Black Mafia Family (BMF)" in Canada increased by 13.5% in November, showing that the show has continued to attract and maintain its audience. This showcases the program's stickiness; utilizing more content like this or targeted campaigns around the theme would help executives find additional shows with similar patterns.
To summarize, demand data provides executives with a valuable tool to understand how their content is performing, where it is performing well, where it needs improvement, and what acquisitions to make in the future. By analyzing demand for shows like "Black Mafia Family (BMF)", executives can gain deep insights that can help them make more informed decisions about their content.
